BrainLink does not only give a single answer about which pack is preferred (an overall engagement score) but also why it is preferred. If we had say 40 attributes, there may be 30 reasons why the new pack is preferred and 10 reasons why the current pack is preferred over the new design. The point is that we can characterise each pack against the set of attributes, saying which pack is most strongly associated with each attribute and by how much. The results will also provide the basis for creative to improve on the design, if that is required.